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A Research Project of

Table of Contents
1 letter from the research partners
2 millennial impact report
3 executive summary
5 connect
15 involve
22 give
30 the nonprofit perspective
32 conclusion

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letter from the research partners

Stop trying to figure out Millennials and just include them.
That was one wish of a participant in our Millennial focus group. This theme was seen throughout our research as Millennials showed a desire for nonprofits to be more accessible and inclusive of this generation.
Millennials are eager to be taken seriously as future donors, volunteers, and leaders for causes they
care about.
In many ways, our ongoing study of Millennials continues to be a study of contrasts. After three years of
research, weve learned that, yes, these young donors are fully immersed in the pace and technology
of our times, but they are also invested in timeless values.
They want to give and to serve. They want involvements that engage their minds as well as their hands.
In the end, they want to build authentic, personal relationships with nonprofits.
It is not overstating to say that a big part of the nonprofit sectors future relies on its ability to respond
to these young peoples charitable inclinations; yet in surveying nonprofit practitioners, we found many
common perceived barriers emerge for why nonprofits were not making engaging Millennials more of a
priority. Often they felt it was not worth the time, that this generation did not yield a high enough return
on investment, and in some ways was rather high maintenance.
We hope this study will help nonprofits move past their current assumptions of this generation
and focus on the key areas that will help their organizations move forward. Millennials have proven
themselves to be generous and willing. But they also have proven to have high expectations. Meeting
those expectations and making it possible for Millennials to give, serve, and spread the word on their
terms will allow nonprofit organizations to grow stronger and do even more good in the long-term.

Derrick Feldmann
CEO
Achieve

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12

Angela E. White, CFRE

Senior Consultant and CEO
Johnson, Grossnickle and Associates

millennial impact report

Methodology
For the 2012 Millennial Impact Report, Achieve and Johnson, Grossnickle and Associates (JGA)
gathered information from an online survey, focus groups, and a nonprofit professionals survey. For the
study, Millennials were defined as anyone ages 20-35.

Online Survey of Millennials

Open January 1 - January 31, 2012
6,522 completed surveys
14 research partners and one general survey
Research partners included:
AmeriCorps Alums
Anderson University
Augsburg College
Ball State University
Elmhurst College
Giving Sum

Illinois Wesleyan University

Indiana Campus Compact
Indiana University
Mobilize.org
Northwestern University

University of Iowa Foundation

University of Southern Indiana
Wabash College

Focus groups OF MILLENNIALS

Focus groups conducted February 23 to March 28, 2012
Focus groups included participants ages 20 to 35
Total Attendance was 27 focus group participants in 3 cities (Indianapolis, Seattle, and
Washington D.C.).

online survey of nonprofit PROFESSIONALs

Purpose: To obtain an understanding of successful strategies and programs for engaging Millennials
from nonprofit professionals perspectives
Open February 15 - April 3, 2012
89 surveys completed

research team
ACHIEVE
Derrick Feldmann, CEO
Joanna Nixon, Strategy Consultant
Justin Brady, Creative Strategist
Lara Brainer-Banker, Designer
Kara Wheat, Creative Associate
Wesley Fry, Research Intern

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JGA

Ted Grossnickle, CFRE, Senior Consultant and Founder

Angela E. White, CFRE, Senior Consultant and CEO
Deanna Lepsky, Marketing Director
Tim Krull, Firm Administrator

executive summary
I find that it is dangerous to overgeneralize
this demographic. We have encountered
many who are thoughtful, resourceful,
open-minded, and even visionary
community stewards Our challenge
is to personalize the impact
and engage them in ways that
engender ownership and investment.
- Greg Johnson, Chairman and CEO
Damar Services
The 2012 Millennial Impact Report, the third annual
examination of Millennials, ages 20-35, revealed
these young professionals to be driven by moments
of inspiration but still understanding the value of an
organizations work and building authentic, personal
relationships with the nonprofits they choose to support.
In 2012, Achieve and JGA expanded their methodology to gather information from three sources: an
online survey featuring 6,522 responses from 14 institutions, three focus groups, and an online survey
of 89 nonprofit professionals. While this years study
addressed some of the same topics as in the past two
years, it also touched on new topics and revealed
fresh insights into Millennials and their relationships
with nonprofit organizations.

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12

Connect
Technology has allowed Millennials to expect
immediate and impulsive interactions with nonprofit
organizations. Organizations websites remain the
primary hub for learning about a nonprofit, seeking
volunteer opportunities and giving. In one glance
at your website they want to know what your
organization is doing, how they can participate,
and how their participation helps the cause.
As social media, email marketing, and mobile
continues to grow, these platforms all should be
providing concise, targeted messages driving readers
to the website to dig deeper into the topics that
interest them.
Smartphones and mobile devices are clearly making
a major impact on how this generation interacts with
organizations and must become a critical part of
engagement and giving strategies moving forward.
Three-quarters of survey respondents own a
smartphone, thus giving them access to
your nonprofits website and social media
presences anytime, anywhere. As reflected in
last years study, social media is a key channel for
Millennials to connect and spread the word about
nonprofits. However, organizations will be wise
not to use the latest technology just for the sake
of being cool. Each platform serves its own purpose and way of building engagement and must
have a dedicated strategy to get the most out of
it. Smaller nonprofits would be better to focus
energy on one or two social networks, than try to
keep up with the changing trends and not fully
integrating into each medium.

executive summary
Involve

Give

As has been revealed in past surveys, Millennials

tend to be generous with their time, volunteering
with nonprofits that inspire them. If they form
long-term volunteer relationships, they tend
to give larger gifts and encourage friends and
family to give and volunteer as well. When they do
volunteer, Millennials want a continuum of options
from one-time engagements to long-term
opportunities and, while they want the chance to
work on the front lines delivering services, they
especially want to leverage their knowledge,
expertise, and backgrounds to help lead
nonprofits.

Three-quarters of the Millennials responding to

our survey made a financial gift to a nonprofit
organization in 2011. While the majority of those
gifts were $100 or less per organization, 15% of
Millennials gave gifts of $500 or more to
individual nonprofits. Some of this giving was in
immediate response to an emotional reaction,
with Millennials saying in focus groups that they
like to give in the moment. Still, they want to
know that their gifts will have an impact, and are
interested in seeing the tangible results that will
come from their giving. Theyre more likely to
give larger gifts to organizations with which they
have strong relationships.

In particular, Millennials want to see more

opportunities to lead on boards and committees.
They feel that young professional groups and
events provide a great opportunity to informally get
to know an organization, but when it comes to
leadership they want to share their experience
and skills with the greater cause.

demographics
The survey featured a respondent pool of Millennials
age 20-35 that were highly educated (over 95%
with at least a Bachelors degree), middle income
(59% had $25,000-99,000 household income),
and largely without kids (only 18% had children).
Respondents were 66% female and 34% male.
Through use of partner organizations, the sampling
was inclusive of all regions of the United States.

WHAT IS YOUR
AGE GROUP?
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12

20-24
25-29
30-35

Strong relationships also will compel Millennials to

act as fundraisers. More than 70% of Millennials
surveyed said they have raised money on behalf of
nonprofits. As in years past, Millennials said they are
most likely to help raise money by spreading the
word or promoting a fundraising event, or participating in walk, run or cycling events, usually relying on
friends and family to support their cause.
Many nonprofits are experimenting with what works
and doesnt with this emerging generation. Follow
their lead and take action now to build a pipeline for
the future supporters of your organization.

22%
42%
36%

1430
2718
2374

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Connect

eet
tw

33%

Yes

No

What type of nonprofit

info would you share
on facebook?

67%
?

Have you interacted with a

nonprofit on facebook

connect
HO

WD

OY

OU

PRE

socia FER TO L
E-new l medi EARN AB
OU
slett a
TN
ON
e
PRO
webs r
FIT
S?
ite
5
5
P
%
Face
r
i
4
n
7%
-To-f t
ace
None 17% 18%
65%
Othe 5%
r 3%
A Multi-Channel Approach
Over 3 years it has been clear that websites are
the first and most preferred way for a Millennial
to learn more about an organization. This year
our survey and focus groups made it clear that a
nonprofits website must operate as the central
hub for individuals to connect with nonprofits.

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Nonprofits must have a multi-channel approach

using email, mobile, and social media to engage,
all connected and linking to the central website.
All these channels should include strong calls to
action that inspire Millennials to take the next
step in that moment.

connect
Websites

Tell Your Story In a Second

Social media and new technology certainly have captured Millennials
attention, but the old-fashioned website continues to serve as the
primary information hub, and basic, straightforward information is the
key attraction.
When the surveyed Millennials go to nonprofit websites, nearly 9 out
of 10 of them will go first to the page that describes the mission of the
organization. While other information such as events, volunteer
opportunities, videos and photos were also favored features, none
of these got above 50%, showing that nonprofits must make sure it is
clear what they do.
T IS THE
A
H
W
E
EBSIT
OFIT W
R
P
N
O
AN
U VISIT
O
Y
K FOR?
N
O
E
O
L
WH
U
O
HING Y
FIRST T

takeaways
Most nonprofits have a ton
of text, which is great information, but isnt needed.

Nonprofit websites
should show:
A unique, purposeful
and concise mission
Easy to use navigation
dont make users dig
for information
Clear call to action
Photos that help show
what you do - show
instead of tell

While this may seem like a no-brainer, our focus group respondents
echoed these feelings when shown examples of 4 different nonprofit
websites. Participants in all 3 cities repeatedly said they wanted to be able
to understand exactly what the organization did in a split-second. Mission
statements should show the purpose and value of the organization
without being lengthy.
During that split-second judgment, the overall look of the site also
plays a role in determining if your website is worthy of their time.
One focus group participant said, Even if you are a small, scrappy nonprofit, your website should look professional. I judge the
character of the organization with its presence on the web. Vivid
imagery was also a compelling factor in understanding what your
cause was about without having to do a lot of reading or digging.

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Click to view
website

connect
email

takeaways

Given that 47% of respondents indicated that they prefer to get updates in
e-newsletters, this remains an important way to communicate and engage
supporters after the initial connection.

I need one thing to respond to. What do you

want me to do?

Almost 65% say they prefer that an email from a nonprofit deliver news and
updates from the organization, 61% want to know about upcoming events,
and 47% want to be informed about volunteer opportunities. In the
comments to this question, respondents repeatedly remarked that they
should not get emails too frequently or they will automatically delete. Also, a
subject line was key to getting the email opened.

nonprofit emails
should show:

Yes, It Still Matters

U AN EMAIL
O
Y
S
D
N
E
S
NPROFIT
WHEN A NO
OU PREFER?
Y
O
D
O
F
IN
OF
WHAT TYPE

65%

News
65%
%
7
4
Opportunities
6611%%
Events
25%
Donation Impact
32%
65%
Donation Use
%
7
2
s
Storie
Staff Updates 6%
s 11%
Do not Read email 2%
Other

One main story and call

to action
Links to read more on
website
Compelling visuals
List of events and volunteer opportunities

Focus group participants added that it was important the e-news

signups be prominent on the homepage, and must explain the
benefits of subscribing to the e-news and frequency of publication.
In response to nonprofit newsletter examples, focus group respondents
in all cities felt that emails with too much content were overwhelming
and less likely to be read. They preferred emails be focused on the most
important call to action and story, with links for more information on
other topics, volunteer opportunities, and events.

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Click to view
email

connect
Smartphones

Give It To Us Now!
Millennials want to act quickly and connect easily, so it makes sense that
the smartphone figures prominently in their interactions with nonprofit
organizations. More than three-quarters of survey respondents said they
own a smartphone (and another 7% expect to get one in 2012), and
79% of smartphone owners said they have in some way
connected with a nonprofit via smartphone.
This prominence of smartphone usage is making a mobile
strategy more critical than ever for nonprofits and mobile
now means much more than just texting. Theyre also viewing
websites, gathering information and, in some cases, giving.

WITH
D
E
CT
TERA HONE?
N
I
YOU SMARTP
51%
E
V
A
R
H
AYS ON YOU
W
T
HA
FIT
31%
IN W ONPRO
AN
ook
facebtter
twi ail
13% 17%
em n
25%
ed-i
k
c
e
h
25%
ive c om events
23% %
d fr ed photos
e
t
e
e
25
33%
post contests
ive tw
in
r
voted O volunteeeos
21%
vid s
UP T
D
E
N
G
w
I
S
d ne
share none 3%
Other

77% say they have

smartphones
23%
do not

67%

Of those
that do not
70% plan to get a
smartphone

30%
do not

Most often, it seems, Millennials use their smartphones as mobile computers the majority of those
connections have been for the purpose of reading emails or e-newsletters (67%), getting updates from
an organization (51%), or sharing news or updates about a nonprofit organization with friends and
family (33%). Regardless of the purpose, Millennials want to be able to have access to your
information whenever and wherever they are. Since the majority of smartphone users are reading
emails on their phones, it is important that e-newsletters and solicitations be easy to read on mobile
devices.

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connect
takeaways

smartphones

Mobile Made Easy

With websites being the most important tool nonprofits have, a mobile
optimized website is now essential. When shown examples of mobile
sites, focus group participants preferred sites that limited the options to
only the most important content. Most importantly, mobile sites must
make it easy to click on the address or phone number from the home
page, so their phone could pull it up if needed to call or get
directions. While participants enjoyed use of mobile apps, they
felt they were not necessary for individual nonprofits or efficient
given that mobile sites worked on all platforms and mobile apps
had to be customized.

HOW D

O YOU

PREFER

facebook
check-in
Prefer no foursquare
t to check
-in

Text messaging is for

personal use. I dont want
them from businesses
or nonprofits, just from
friends.

Nonprofit mobile
sites should:
Be scalable and readable

TO CHE

CK-IN?

Nonprofits should note that there are

limits to the appeals of mobile technology.

Feature only the most

important content with
the option to see full
site
Include phone number,
email, and address

For one thing, many Millennials made it clear that they do

not want to receive texts or calls on their smartphones from
nonprofit organizations. In both the focus groups and survey comments, respondents felt that texting was reserved for
more personal forms of communication, and said they therefore do not want to receive any text messages from nonprofits. The one area in which Millennials were more willing to
communicate via text was in regards to volunteer updates. Also,
while 37% of respondents said they would be interested in using
their smartphones to check-in at a nonprofit event via Facebook, and
14% via Foursquare, 54% said they prefer not to check-in.

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12

Click to view
mobile site

10

connect
facebook

More Than Just a Passing Fad

Social media, with its immediacy and ease of connection, continues
to play a central role in Millennials relationships and interactions
with nonprofit organizations.
Among social media platforms, Facebook is by far Millennials
most popular conduit for connecting with nonprofits. Of the 67%
of respondents who said they have interacted with nonprofits via
Facebook, 92% have liked nonprofit pages, 71% have joined
a Facebook Group, and 74% have liked a post on a nonprofits
Facebook page. Almost 69% of respondents used Facebook to
follow news and updates about an organization, and 58% have
used Facebook to RSVP to an event.

67% had interacted

with a nonprofit on
Facebook

33%
inte had n
o
ract
ed t

74% 69%

WHEN ON FACEBOOK, WHAT

TYPE OF NONPROFIT
INFORMATION WOULD
YOU SHARE?

65%
61%

36%

30%

Millennials who have established

relationships with nonprofits said
they are willing to spread the
word about worthy nonprofits,
and they like to use Facebook
for that purpose. Nearly
three-quarters of respondents
said they would tell
Facebook friends about
great nonprofit events,
68% said they would tell
friends about impressive
statistics about a cause or issue, and
65% said they would promote a nonprofits
great story or accomplishment. In addition, 61%
said they would use Facebook to alert friends
to volunteering opportunities and needs.

47% 39%

5% 1%

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11

connect
IN WHICH OF THE FOLLOWING WAYS HAVE YOU
INTERACTED WITH A NONPROFIT ON TWITTER?
87%

21%
62%

8%
67%
57%

24%
20%
46%
32%

13%
19%
8%
1%
4%

TWITTER

Personal, Bite-sized Engagement

While Twitter has not forged as strong a connection
between nonprofits and Millennials as Facebook only
28% of respondents have interacted with a nonprofit on
Twitter it nonetheless offers Millennials an easy way to
share information about nonprofits. Of respondents who
have used Twitter to connect with nonprofits, 87% said
they use it to follow nonprofit organizations, 67% have
retweeted something good about a nonprofit, 62% have
tweeted something good, and 57% have used a hashtag
for a nonprofit event, conference or program.

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12

While overall Facebook is more widely used, the

focus group participants that used twitter preferred
it as a better way of building relationships with nonprofits. They felt it was especially powerful when
nonprofit leaders had their own account and shared
insights from their perspective. Regardless of the
social media channel, focus group participants
warned nonprofits against using social media just
to use it and not posting purposively to engage in
conversations. They also felt while they liked posts
that encouraged you to take action, pledge
campaigns have been over done and they are often
unsure how the pledge will make a difference.

12

connect
Social Media Trends

What to Keep Your Eye On

Beyond Facebook and Twitter, other platforms figured into the
results, albeit at lower levels of enthusiasm. 44% of respondents
suggested that nonprofits should use Linked In to connect with
them, and 27% suggested that nonprofits employ Google+. While
not an option response, the rise of Pinterest was seen in the survey
comments.
Use of video across all online channels had low reactions on
the survey. In the focus groups, some participants did find video
to be a compelling way to learn about organizations, but it
was important that the videos show the organization at work,
rather than just talking about what could be more quickly read.

social media chart

FIND THE SOCIAL NETWORKS THAT FIT YOUR AUDIENCE

facebook
twitter
pinterest
google+
instagram
linkedin

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12

Pretty much everyone, a nonprofit

must
Users looking for quick, personal
interactions
Mainly women of all ages sharing the
things they love
Tech-savy individuals escaping the
clutter of Facebook
Mobile users sharing and viewing
beautiful photos
Professionals exploring causes to
share skills

takeaways
Social media should not
be used to talk about
yourself.

Tips for Engaging on Facebook:

Post links to other
relevant blogs or organizations
Tag photos of
volunteers or event
attendees
Post photos sharing
a statistic or key fact
about the organization
in one line

Tips for Engaging on Twitter:

Use compelling
statistics
Include a clear call to
action
Make it personal and
use humor when
possible
Dont just tweet the
same information over
and over

13

Case Study: building tomorrow

Design is crucial - lead the users to key calls to action

Building Tomorrow (BT) empowers young people to invest their

resources, time and talents in providing students in sub - Saharan
Africa with access to an education.
AS AN ENGAGEMENT TOOL, THIS WEBSITE WAS
DESIGNED TO PULL IN MILLENNIALS AND OTHERS
TO TAKE THE FIRST STEP IN LEARNING ABOUT WHY
WE DO WHAT WE DO, SAID LIZ BRADEN.
Overall, our website has been one of the most effective
ways to directly engage young professionals and college
students - showing them their ability to make a difference
and the ways that they can engage in our work.

Keys to Successful Webpages to

Attract Millennials:
Share powerful stats and images
Create avenues to interact with
the organization
Give them an opportunity to have
a say in how their donations will be
used
Organizational Overview:
3 staff in US, 7 in Uganda
25 college chapters engaging
hundreds of Millennial volunteers
The CalculateIt.org landing page asks How much did
your 1st - 7th grade education cost? The calculated cost
of their elementary school education is compared directly
with the cost of providing access to education in Uganda.

Budget size - $251,000 - $500,000

Click To Read the full case study at THEmillennialimpact.com

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involve
81% PREFER TO LEARN ABOUT
VOLUNTEERING OPPORTUNITIES

THROUGH THEIR PEERS

Only
neve

but

een asked
rb

i am alr

s
n
o
s
a
re
S
Top 2ILLENNIALEADERSHIP
M KING L
G
N
I
T
N OM TA
E
V
E
R
P
FR
y on a board
ead

Lack of time

15

involve
How to get millennials to step up & take action
Millennials want to get involved and support causes they care about. 63% of surveyed Millennials reported
they volunteered for nonprofits in 2011. This good news is matched with more: 90% of respondents said
they expect to volunteer as much or more in 2012 than in 2011. And theres more good news: by a margin
of more than two-to-one, Millennials who volunteer for nonprofits are more likely to make donations.

HOW OFTEN DO YOU

PLAN TO VOLUNTEER
IN 2012?

But as they transition from college to a career and eventually a family, the ways in
which they might be get involved will vary. It is important for nonprofits to create a
continuum of volunteer engagement from micro-volunteer projects that
take little time, one-time volunteer projects, opportunities to volunteer
with friends or family, and leadership roles that utilize their professional
skills. More so, Millennials want to make it clear that they should not be
taken for granted, and can play an important leadership role in your
organization, even if they cant commit a lot financially right now.

the same as 2011 more than 2011

1 time volunteers

leadership roles

volunteer continuum
micro volunteer

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group volunteering

16

involve
Provide Involvement Options
In focus groups, Millennials said they want a range
of volunteer opportunities, from one-time hands-on
experiences to long-term commitments utilizing professional skills. The study data supports this
message, showing that Millennials split fairly evenly
between those who prefer to engage in one-time or
short-term volunteer projects (58%), and those who
seek ongoing projects with consistent activities and
schedules (47%). Nearly one-third of respondents
said theyre open to any type of volunteer role if
its with an organization they believe in, but they
are most likely to give of their time if they know
their efforts will make a difference.

Much like when asking for donations, explaining

the impact of your volunteer projects can go a
long way. In our focus groups, many participants
said that they have no problem doing filing,
database work or other administrative tasks as
long as they knew how that time benefitted the
organization. They also believed that while one-time
activities were great ways to get introduced into
an organization, once a relationship began they
would rather lend professional skills long-term
and make a more meaningful contribution.

63% said they

volunteered for a
nonprofit in 2011

WHAT

IS YOU

R PREF

37% said
they hadnt

ERRED

VOLUN

TEER C

12%
32%
20
12

OMMI

TMEN

46%

T?

58%

17

involve
Finding the perfect Match
The best way to find Millennial volunteers? According to the
2012 Millennial Impact Report, 81% prefer to learn about
volunteer opportunities from friends or family members,
72% appreciate getting information from email, and 67% look
to the organizations website for volunteer information. In the
survey comments, respondents also suggested that personal
invitations and phone calls from organizations they already were
involved with were important for them to continue to volunteer,
rather than mass emails. Like with donating, they want to feel
they have built a relationship with the organization. Focus group
participants also suggested that video showing the impact of
the volunteer work and testimonials from volunteers would make
them more inclined to volunteer.
The best way to lose Millennial volunteers? According to focus
group feedback, a bad experience or a situation in which volunteers
time was used badly will turn Millennials off from future volunteering. Be clear in your expectations and the time needed of
volunteers before hand.
20%

HOW WOULD YOU PREFER TO LEARN

ABOUT VOLUNTEER OPPORTUNITIES?

92%
81%
72%

Peer
Email
Facebook
55%
Website
67%
30% database
events
43%
13% other
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12

takeaways
I want to know exactly
what I will be doing as a
volunteer. Organizations
need to be clear about
what the organization is
about and how the volunteer job ties into it.

Tips to increase
volunteer involvement:
Provide one-time and
long-term options
Explain how the
volunteer services benefit
the organization
Utilize Millennials
professional skills
Be clear about time
commitment and
duties
Provide group
volunteer opportunities
for families and friends

18

involve
HARNESS PROFESSIONAL SKILLS
Asked what kind of volunteer activities
they prefer, 48% of respondents said
they want to utilize their education,
background, or professional expertise
to help nonprofits build their capacity.
In addition, 45% said they want to help
plan events and develop strategy on
committees or small groups, and 40%
said they wanted a chance to serve on
a board or advisory committee.

WHAT SPECIFIC TYPE OF VOLUNTEER

ACTIVITIES DO YOU PREFER?
Use ba
ckgro
und e
Advoc xperience
acy
Event efforts
p
Worki lanning
n
g
Admin
istrat Booths
ive w
Intera ork
ction
work w
s
ith fri ocial media
end
Board s/family
/comm
Im not ittee
picky

24%

19%

48%

26% 32%

40%
When asked if they were in a leadership position either on
20%
4
0%
a board, young professional group or committee or interested in
joining one, 77% said they were either in a position or interested in joining. This
shows there is a large amount of talent ready to go to work for nonprofits, but there seems
to be a divide over what to do with these young leaders.

45%
47%

WHICH BEST DESCRIBES YOUR NONPROFIT LEADERSHIP INVOLVEMENT?

nonprofit board
committee
young board/comMittee member
interested in joining the board
interested in joining A committee
interested in joining A young professional group
not interested
other

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12

13%

8%

20%
24%
26%
24%
23%
23%

19

involve
EMPLOY A NEW GENERATION OF LEADERS
While some felt that young professional groups and events
made an easy way to first get involved with an organization,
when it came to leadership many share a common sentiment:
Dont stick us at the kiddie table. The groups felt that boards
were great professional development experience for them, but
also that nonprofits were stronger when they had a mix of ages
on the board.
However, nonprofits should not respond by putting Millennials
on their boards and committees unless theyre willing to give
them real responsibilities and leadership opportunities. Focus
group participants made it clear that they do not want to be the
token youth representatives on a board. They want to engage
in authentic leadership, with real tangible impact on the organization.
Almost a quarter of respondents said they do serve on a nonprofit
committee, and 20% said they serve on a nonprofit board. Why
dont more serve? Nearly 62% of respondents said they are
prevented from board service by a lack of time, but 40% said
they simply have never been asked. This was a frustrating
concern for some in the focus groups who felt nonprofits took
their skills for granted, and only wanted them to help by doing
20%
things like social media. One focus group
participant didnt even
know people his age could be on boards.
IF NOT ON A NONPROFIT BOARD, WHY?

takeaways
Giving my time and leadership to an organization is
something I can do while I
cant give a lot financially at
this point in life.

Tips to increase volunteer

involvement
Post listings for
volunteer committee
and board opportunities
on the organization
website and in emails
Ask Millennials how
they want to be
involved and what skills
they have to share with
your organization
Provide spots on
boards to young
members with lower
financial barrier to entry
Personally ask young
volunteers who have
shown commitment
through other volunteer
work to serve on a
committee or board

lack of time

20
12

EXPECTION OF A
FINANCIAL COMMITMENT

never been asked

20

Case study: book worm angels

Creating a Pipeline of Young Professional Board Members

Book Worm Angels, a small grassroots
nonprofit encouraging recreational reading
in K-8 students, has worked with Northwestern Universitys Kellogg Graduate School of
Management Board Fellows program to
recruit ad hoc directors to the board.
Our full board was totally impressed
with the work they did for us during their
Board Fellows tenure and unanimously invited them all to join our board,
said Michael Ban, Book Worm Angels
Executive Director.

Young board members help raise over $1,500 by

selling discounted tickets to young professionals.
Projects Millennial Board Members Have Led:
Transition from grassroots board to policy
governance board
Developing organizations strategic plan
Targeting foundations and corporate funders
Building donor database
Organizational Overview:
o 2 paid part-time staff, 40 volunteers, and
15-person board
o 1-3 Millennials on Staff/Board
o Budget Size - $250,000 or less

Click to Read the full case study at THEmillennialimpact.com

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20
12

75%
HOW WOULD YOU PREFER TO
MAKE YOUR DONATION TO A
NONPROFIT ORGANIZATION?

#1. GIVE ONLINE

#2. IN PERSON

Give

SAID THEY GAVE A

FINANCIAL GIFT IN 2011

//////////////////////

MY BIGGEST
PET PEEVE

IS WHEN I DONT KNOW

HOW MY GIFT WILL MAKE A

DIFFERENCE
//////////////////////

42% GAVE TO WHAT

#3. IN MAIL

INSPIRES THEM IN

THE MOMENT22

Give
How and Why Millennials Donate
When asked how they prefer to support a nonprofit, 47% said give of my time, 16% said give
financial support, and 37% said both time and money. This is notable because not only are
Millennials willing to volunteer at all levels, but many are willing to do so and still contribute financially
to those causes they are most passionate about.

REGARDING MY WORK
WITH NONPROFITS, IM

MORE INCLINED
TO...
37% said
they would
give time
and money

75% of the Millennials responding to our survey made a

financial gift to a nonprofit organization in 2011. While the

majority
of those gifts (58%) were $100 or less per organization,
the typical Millennial supported five organizations in 2011, and
87% said they expect to support at least as many organizations
in 2012.

47% said
they would
give their
time

T
ES
1?
G
1
R
0
A
A N2
E L TO
L
G DE ION I
N
I
E S U MA IZAT
H
T
IS N YO RGAN
T
A
O
O
WH NATI FIT
O
DO NPR
NO

34%

24%

DID YOU MAKE

A FINANCIAL
75% said
GIFT TO A
they gave
NONPROFIT
in 2011
IN 2011?

25% said
they
did not

0
0%
1
$1-$5 00
1
$
1
5
$ -$150
6% 11%
1
$10 1-$200
6%
$15 1-$499
$20 0-$750 3% %
7
$50 -$1,000
$751 $1,000 +

And those gifts have the potential to grow: 27 percent of respondents said they give larger amounts
to a few organizations they care about. Slightly more than 15% gave gifts of $500 or more, and about
half of those gave $1,000 or more.

20
12

23

Give
Donor options continue to evolve

Millennials overwhelmingly showed that they prefer to donate through the web with 70% of
respondents having made 2011 gifts online through a nonprofits webpage. This makes the case
for having a great website as the online hub for your organization even more important. While new
technologies are catching on in engagement of Millenials, more traditional means still bring value to
an appeal. 39% of Millennials said gifts were made to a person or at an event, and another 34% said
they sent a gift in the mail, although its unclear whether direct mail or some other form of appeal
prompted the gift.

IN 2011, HOW DID YOU MAKE YOUR

DONATION(S)?

70%
39%

HOW WOULD YOU PREFER TO

MAKE YOUR DONATION TO A
NONPROFIT ORGANIZATION?

1. I prefer to give online

2. I prefer to give in person
3. I prefer to give VIA mail
* Respondents were asked to
rank their top 3 preferences

15%
verbalLY

OVER PHONE

mail

online

in payroll facebook
person deductions

TEXT OR

MOBILE SITE

other

In focus groups, participants differed on the subject of direct mail, some thinking that it would stand
out as they now only get junk mail; others saying save a tree and money. Others supported a
multi-channel approach, saying while they may read the direct mail and be influenced to give, they
would still donate online, as they are unlikely to have stamps or checks.
Phone giving appears to no longer be as strong of a means of soliciting this generation with only
15% having given last year verbally on the phone and only 2% saying it was their top preference to
give in that manner. While nonprofits are still finding this to be successful, in the future as Millennials
continue to live without landlines and find solicitation calls on their cell phone intrusive, we expect
this to change. Phone calls may remain an important means for engaging Millennials and building
relationships, with less emphasis on transacting donations.

20
12

24

Give
UNCERTAIN FUTURE FOR MOBILE GIVING
Meanwhile, as popular as smartphones and social media are with
Millennials, neither has proven successful in fundraising. While
more than 50% of respondents said they would consider giving
using their smartphones, only 15% have done so. While 80% of
those who have given on a smartphone had given via text,
the comments and focus groups suggested that Millennials preferred not to donate via text to avoid charges on their
phone bill and not have their donation limited to $10. They
would prefer to use a mobile website, but restated it has to
be easy for them to give in the moment. Of those surveyed
who said they have not used their smartphones to make donations,
most cited one of two reasons: theyve never been asked (47%),
or they have concerns about security (43%).
While Facebook is popular with Millennials, its popularity doesnt
often translate into Facebook giving. Fewer than 10 percent
of Millennials have used Facebook to make donations
to nonprofits. A positive sign for the future of nonprofits and
Facebook, of those who have not given via Facebook, nearly
half would consider doing so. 49% of those who would not give
through Facebook said security concerns mostly having to do
with Facebook policies make them hesitant. Though, like
early online giving, much of these security concerns are from
lack of adoption and will likely decrease as Facebook
continues to evolve and these features become more prominent.

HAVE YOU EVER MADE

A DONATION TO A

NONPROFIT ON
FACEBOOK?
90% said they have not
3% said they had on
the facebook page

HAVE YOU EVER DONATED

TO A NONPROFIT

ORGANIZATION
THROUGH

YOUR
15% said
they
did


SMART

PHONE?
85% said
they did not

WHAT IS THE
HESITATION TO
GIVING TO A
NONPROFIT WITH
YOUR SMARTPHONE?

8%

never
been asked
I wasnt interested IT wasnT Personal
IT WAS Too confusing IT WAS Too much effort

7% said they had in the

causes application

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12

25

Give
INSPIRE MILLENNIALS TO GIVE
Of course, understanding Millennials giving patterns does
you no good unless you understand their giving motivations.
When asked to choose the phrase that best describes their
giving preferences, 42% of respondents chose, I give to
whatever inspires me at the moment. Regardless of how they
gave, many of the surveyed Millennials can be expected to act
quickly when moved. In focus group discussions, participants
also said they like to give in the moment, but that does not
mean the gifts are haphazard or random. Millennials described
a willingness to give based on emotion and in moments of
inspiration, but they still want to know that their gifts will have an
impact, and theyre more likely to give larger gifts to organizations
with which they have strong relationships.

42% of people said they would give to whatever inspires them at the moment.
Most Millennial donors want to know their gifts will make a
difference. Asked what messages would most likely motivate
them to give, 54% of respondents said they would respond to
the message, Your support will make an impact; heres how
.
Focus group participants, when shown examples of direct mail
and email solicitations, responded well to programs that provide
tangible examples of what the nonprofit can purchase or provide
for constituents at certain levels of giving. Much like e-newsletters, they wanted the solicitations to be concise, visual, and
clear as to what action was desired and how it would help the
cause. Matching gifts also motivated young professionals who
cannot give a lot. They like knowing donations were making a
larger impact.

takeaways
I want to be inspired. Help
me understand very clearly
what I can do to help
address large problems.

Tips for providing

options to give:
Use a multi-channel
approach
Have a strong donor
landing page and use
other channels to drive
traffic to the page
Optimize mobile sites
for giving
Ensure that not all messages
in any one channel are
only solicitations, or else
risk being automatically
ignored

MY BIGGEST PET PEEVE ABOUT NONPROFIT

FUNDRAISING IS...

1. When i dont know how my gift will make

a difference
2. When they tell me how much to give
3. When I get long letters in the mail
20
12

Click to view
e-solicitation

26

Give
USE FRIENDLY PERSUASION
Throughout our research, peer influence has played an important role in motivating Millennials to
volunteer, attend events, participate in programs and give. This remains true even when it comes to
asking others for donations. Even if Millennials cant give as much as some other demographic groups,
they nonetheless are willing to help raise funds for causes they care about, usually by calling on friends
and family.
More than 70% of Millennials surveyed said they have raised money on behalf of nonprofits. Of those
who have not, almost half said its because they simply havent had the opportunity.

HAVE YOU EVER RAISED MONEY FOR

OR ON BEHALF OF A NONPROFIT?

71% said they had

16% said it
wasnt their
thing
13% had
not had the
opportunity

Nearly 64% of the survey respondents said they have helped raise money by spreading the word or
promoting a fundraising event, 58% have participated in a walk, run or cycling event, and 42 percent
said they have raised donation pledges for an event. Even in their fundraising, Millennials showed their
technology preferences: slightly more than 40% of respondents said they have promoted a nonprofit
on Facebook and posted a link for friends to give, and 21% have set up an online fundraising page for
their favorite cause.

20
12

27

Give

takeaways

millennials raising money for you

Im no

t pick

IN WHAT WAYS DID YOU HELP

20% RAISE MONEY
FOR AN ORGANIZATION?
workp

lace f
un
sellin draiser
gt
recru
ited a ickets
sprea t event
d the
raised run/walk word
ev
donat
ion pl ent
online
e
d
fundr
aising sponsorsh ges
give t
fac
ips
o char
ity ins ebook page
promo tead of
gif
ted on
faceb ts
ook
other

8%

WHAT TO AVOID WHEN

ENGAGING MILLENNIALS

17%
25%

Sending solicitations too

often without any other
communications

38%

21% 31%
22%

42%

58% 64%

40%

other 5%
When Millennials do raise money, they like to keep it close to home
and make it personal. 84% said they typically call on friends when
theyre fundraising, 80% reach out to their extended families, and
49% will make the rounds at work.

WHO DO YOU TYPICALLY ASK WHEN YOU ARE

RAISING MONEY FOR AN ORGANIZATION?

Posting the same messages

over and over again on
Facebook and Twitter.
Websites that are not
user-friendly and confusing
to give
Sending long letters in
the mail - checks and
stamps arent often onhand
Overcharging to attend
a fundraiser

20
12

28

Case
study:
jolkona
Inspiring the next generation of philanthropists through interactive giving
Jolkonas vision is to help inspire and strengthen the
next generation of philanthropists. They make it a high
priority to better understand what drives Millennials
to give and make a difference. In Bengali, Jolkona
means a drop of water. We believe small drops can
add up and have a ripple effect of change, said Nadia
Khawaja, Jolkona Co-Founder.
Jolkona makes giving online among friends easy and
fun. One of the biggest ways that they have found
Millennials peer fundraising efforts get attention is
through sharing photos with short messages and quotes
on Facebook.

Keys to successful millennial fundraising

Smaller donation options
Use of social media campaigns
Online interactive campaigns
Transparency
Incentives for giving such as matching gifts

Organizational Overview:
o 75% Staff time devoted to
engaging Millennials
o 4-5 Millennials on Staff
o Budget Size - $250,000 or
less
This short compelling video
shows a diverse group of
young people motivated to
give. It was distributed as a
PSA through Hulu for one
year.

CLICK TO Read the full case study AT THEmillennialimpacT.com

20
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29

the nonprofit perspective

NONPROFITS TAKING RISKS TO GROW ENGAGEMENT
This year for the first-time, we surveyed nonprofits to see how large of a priority addressing this
new generation was, what successes they were having engaging Millennials, and what barriers
they most struggled to overcome. With more than 80 organizations responding, we saw a lot of variety
from organizations that did not feel it was worth their time yet to engage this audience, to those who
know and believe it must be a priority.
Those organizations that have made engaging Millennials a priority are experimenting with different
ways to overcome the obstacles that come from the cultural shift apparent with this generation. While
most of these nonprofits were primarily working on getting Millennials connected and involved, they
believe the payoff will come later in donations as these relationships further develop.
While there is no one magic solution to reaching Millennials, these organizations all showed that with a
dedicated effort, willingness to take risks, and to experiment, Millennial engagement can have a great
return for the organizations growth both now and in the future.

NONPROFITS THOUghTS ON ENGAGING MILLENNIALS

chicago humanities
Chicago Humanities Festival recently created a young
professional focus group to regularly meet and help the
organization be more thoughtful and inclusive when
working on audience development, raising awareness and
access to Festival events.
Rather than try to raise revenue from this group
prematurely, Chicago Humanities Festival is working with
its focus group to increase inclusivity and word-ofmouth recommendations, said Audrey Peiper, Director
of Individual Giving. We are using our focus groups
to develop specific offerings targeted to the Millennial
age group. Chicago Humanities Festival offers over
100 different programs throughout the year, many of
which naturally are more relevant and/or attractive to
a younger audience. As a result, we are framing those
relevant programs in ways to increase Millennials
access and engagement.

20
12

30

the nonprofit perspective

THE salvation army
Many organizations are finding its not only helpful to have Millennial volunteers, but to also include
them in key roles on the board and staff to begin addressing cross-generational issues. In fact, all the
most successful organizations surveyed, were ones that included at least 3 or more Millennials on staff.
The Salvation Army recently added a position specifically designed to reach out to Millennials.
Were beginning to see the glaring differences in how generations look at doing business.
The new position will allow a Millennial employee to lead strategies and initiatives that meet Millennials
where they are, said Rob Reardon, Captain National Young Adult Initiative Coordinator.

ELMHURST COLLEGE
Elmhurst College has found success through providing opportunities for young professionals to serve
on the alumni association board and specifically on a Millennial committee. The committee members
are working together on outreach to their peers including professional networking events, social
gatherings (sporting events, pub nights, etc.), as well as hosting events with Millennials and current
students at the College.
Millennials are quickly becoming one of their largest constituencies, so it is important that we
begin cultivating them as soon as possible, said Samantha Kiley, Director of Alumni Relations at
Elmhurst College. Having Millennials on the alumni association board allows us to create
programming that will engage this group in a meaningful way. They are able to network with
their peers, which will increase our reach to this important constituency.

cancer council sa
Cancer Council SA has engaged more than 130
people in taking action to prevent cancer as community
ambassadors. This volunteer group has helped move
peer fundraisers with no formal relationship with the organization to advocates for the cause.
Because most of our Millennials are working
professionals, the most important strategy is to
allow them to use their education and early
experiences. They are not burdened with we
already tried that or it didnt work at XYZ agency.
We encourage have a go, risk-focused thinking,
said Matt Sarre, Senior Project Officer.

CLICK TO READ MORE ABOUT THESE ORGANIZATIONS at THEmillennialimpact.com

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31

Conclusion
The young professionals that constituted
the Millennial Survey and focus groups made
it clear, that they are ready and eager to
help causes about which they are passionate
succeed.
While initially this may mean volunteering
one-time or attending a cocktail party to learn
more about the organization, once invested in an
organization they are more than willing to
dedicate time to volunteering professional skills,
taking leadership on boards, and making financial
contributions within their budget.
As much as technology has to offer nonprofits, its no substitute for clear communication,
demonstrations of real impact and the development
of lasting relationships. As we have learned over
and over, even as they embrace social media and
increasingly sophisticated technology, nonprofits
must dedicate themselves to the foundational
work of drafting and delivering sound, clear
messages about their missions, their impact and
their opportunities for engagement.

Connect
Make sure your website and online
communications are mobile-friendly, but also
make sure they offer real information and
illustrate clearly the organizations impact.
Dont put your technology eggs all in one
basket. Cultivate multiple communication
channels.
Embrace social media, but not at the expense
of clear, concise and meaningful information.
Maintain a smartphone-friendly website that
delivers clear information about your
organization and how to get involved.

involve
Facilitate quick access to information and make
it easy for people to share details with others.
Let people know how donations are used,
and share with them real stories of the
organizations impact.
Cultivate networks of champions and make it
easy for engaged people to share information
and engage others.
Offer Millennials real opportunities to join in
leadership, and provide a range of volunteer
experiences.

Give
Create a website and social media presence
that makes it easy for donors to give as
inspiration strikes.
Deliver tangible transparency, describing in
literal terms what donors gifts will do for the
organization what the money will buy or
support.
Equip your Millennial donors to solicit
donations from others.
Ask for donations, for volunteers and for
Millennials to serve as your champions.

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12

32

Organized by:

Sponsored by:

What:

Why:

Who:

One day of speakers and

interactive discussions
helping you to understand
how Millennials (ages 20-35)
want to volunteer, lead
and give.

You will learn from experts

and organizations, while
talking with other attendees
in sessions and chat rooms
about the latest Millennial
trends.

Anyone involved with

engaging the next
generation: executives,
strategists, fundraisers,
volunteer organizers and
marketers.

7.19
2012

NEW MEDIA VENTURES | YPULSE

CHARITY: WATER | THE PENN FUND
GOOD | STAND UP TO CANCER
KNIGHT FOUNDATION | MOBILIZE.ORG
YOUNG ENTREPRENEUR COUNCIL

REGISTER NOW AT MCON2012.COM